A prospector is someone who searches for mineral deposits, such as gold or oil, on or under the surface of the Earth. They are a type of explorer with a specific purpose and usually use various tools, such as metal detectors, to find the minerals they are after. Since gold is the most valuable mineral, it has long been the number one priority of prospectors. In addition to searching for minerals, the term "prospector" can also refer to a business strategy that involves new product development, expansion into new market opportunities, and increased market share through aggressive marketing warfare strategies. This strategy is commonly adopted by entrepreneurial firms that work in domains where the technology and customer segments are not well established. The risks of this strategy include high leverage, chances of product failure and rejection by consumers, and considerable capital investment in product development and marketing. Price skimming is a common strategy adopted where the products are priced relatively higher and gradually drop, and significant investments are made in the sales promotion, marketing, and advertising of the products.